Back to Basics: Why Offer a Discount?

There are many benefits to offering customer discounts.
Discounts can get a bad rap, conjuring images of undesirable excess inventory or training shoppers to wait for a sale. But when approached with thoughtful strategy and intention, offering a discount can drive customer acquisition, foster long-term customer loyalty, and improve customer lifetime value.  In this article, we’ll apply a strategic lens to some back-to-basic ...
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How ASICS Drives Double-Digit Growth with Zero-Party Data

Over the last fifteen years, personalized marketing has been built on stalking consumers. Third-party cookies, third-party lists, and third-party data were the norm—even though we marketers knew this unverified information was imperfect and intrusive.  Today, the landscape of data collection for personalization in marketing is shifting quickly. Thanks to increasing regulatory scrutiny and a long-overdue ...
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How to Find Digital Banking Customers Your Risk Team Will Love

Like many industries, banking underwent a massive digital transformation during the Covid-19 pandemic. In April 2020 alone, there was a 200% increase in new mobile banking registrations and an 85% rise in mobile banking traffic. William Demchak, Chairman and CEOof PNC Bank, describes it as a ten-year shift in consumer behavior that occurred in two ...
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How to Run a Successful Identity Marketing Sweepstakes

Sweepstakes campaigns are a great way for marketers to generate leads. According to an analysis by Wishpond, contest email CTRs are 5.5% higher than other emails, and contest landing page conversions are 7.3% higher than typical landing pages. When your sweepstakes is also an identity marketing campaign, you can see even greater success. Why You ...
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New Harris Survey: Teachers’ Plight and How Brands Can Help

When Covid-19  hit, it disrupted families and schools across the United States. Parents were overwhelmed, teachers were displaced, and children had to start learning from home. A year and a half later the pandemic continues to take an unthinkable toll on our communities, creating social, emotional, and academic burdens - especially for students and teachers. ...
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Five Tips From 44 CMOs On Building Trust With Zero-Party Data

Marketers have long relied on third-party data to target and acquire customers, personalize messages, and drive growth. However, those days are numbered. Increased digital privacy concerns are driving investments in new data sources, customer content, and community-building programs.  Data collection and the understanding of customer identity is changing. Marketers are discovering that first-party and zero-party ...
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Think Outside the Mailbox: How to Digitize a New Movers Campaign

As a frequent mover, I’ve changed my address with USPS many times. I always sign up to receive the new-mover offers, and I’m always disappointed when the packet arrives. The discounts are often too small to make much of a difference, and keeping track of paper coupons in the chaos of my move is nearly ...
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Is Invited Personalization The Future Of Cookieless Marketing?

This article originally appeared here. Google’s recent announcement that it won’t allow cookie-based tracking in Chrome is the latest admission by big tech that consumers take their privacy seriously. Much of the discussion since then has focused on ways in which to do cookieless advertising. But, if we understand what makes a potential customer tick, ...
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How to Win Brand Influencers with Professions Verification

When you’re meeting someone for the first time, how often do you ask, “What do you do?”  It’s a popular first question because someone’s profession isn’t just a title, it’s a part of their identity and reveals a great deal about them. Finding out what someone does for a living can jumpstart a conversation and ...
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Using Zero-Party Data to Create Value for Financial Customers

Data drives personalization, but for campaigns to be effective, you need quality data that’s collected and used responsibly. When it’s not, consumers feel stalked and brands miss an opportunity to create truly inviting experiences.  To learn how this applies to financial services, the Money20/20 podcast “MoneyPot” spoke with two senior leaders at SheerID—Julie Cox, VP ...
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